Purpose: Successfully entering foreign markets is a major issue in the field of international business. Cultural ignorance increases uncertainty that hinders a firm's international performance. Research has shown that the impact of cultural differences is one of the biggest obstacles to entering...

Uncertainty and complexity are fundamental to innovation and decision making, especially in global high technology industries. Entrepreneurs interact with venture capitalists through the entrepreneurs’ communication and learning about the potential of new business venture. We believe that...

This conceptual paper deals with important implications of ‘reciprocity’ in marketing in emerging and developing business environments, such as Eastern Europe. In mature, developed, high income, business systems, both transaction and relationship based marketing have been well researched. We...